Aesthetics · Derma · Pharma — USA · Mexico · LATAM

I build and grow brands from the operator’s chair — not just the consultant’s deck.

I help companies grow on purpose — with a plan, not by luck. My proof is in aesthetics, derma and pharma across the USA, Mexico and LATAM, but the engine is the same for any business that competes on value: sharp commercial strategy, a brand that holds its price, and execution that reaches results — not a deck that sits on a shelf. 15+ years carrying the P&L. AI-powered.

Start a conversation

Best engaged for specific, high-leverage projects.

Arturo Herrejón

  • Restylane — launched across all 7 Central American markets

  • Top-performing hyaluronic-acid brand, built in 24 months

  • Yvoire & Nabota launched from zero

  • 15+ years owning the P&L

    • Galderma
    • Merz
    • Eli Lilly
    • LG Chem
    • Sinclair

How I see it

01

Operated, not theorized

Strategy only counts when someone has actually carried the P&L. Mine is proven in the operator’s chair — so I know what truly moves the business when you’re the one accountable for the numbers.

02

Brand over discount

Discounting is easy and temporary. Building a brand that sustains its price is hard and durable. I build for the second one.

03

Category × AI

The real edge today is deep category knowledge combined with a modern AI toolkit. Most people have one or the other. I work at the intersection.

The same operator’s toolkit, in every engagement

  • Commercial strategy — who to sell to, how, at what price, through which channel

  • Teams — building and leading commercial and marketing teams to hit the number

  • P&L & budget — owning the numbers, not just writing the plan

  • Business development — opening new markets and partnerships from zero

  • Brand & digital — positioning that holds price, online and off

  • Category × AI — deep sector knowledge plus a modern AI toolkit

Who I work with

  • International labs & brands entering Mexico, the USA and LATAM for the first time

  • Distributors & aggregators professionalizing their brand and commercial engine

  • Clinics, chains & physician-entrepreneurs building a brand — not just selling procedures

  • Investors & family offices looking at the sector

Built for the people accountable for growth — founders, commercial leaders and investors. B2B.

How to work with me

Best engaged for specific, high-leverage projects — scoped, senior, and fast.

Brand audit, AI-accelerated

A clear read of where your brand and positioning stand — and where the value leaks are.

Market entry & go-to-market

The strategy and the moves to enter or scale across the USA, Mexico and LATAM.

Positioning & brand strategy

A position that sustains price instead of competing on discount.

Campaign & launch

From zero to in-market — the way I launched Yvoire and Nabota.

Track record

Restylane — regional launch

Launched Restylane across all 7 Central American markets — through regional congresses (including the Panama Dermatology Congress), in-clinic activations and physician programs — and established it as one of the region’s top aesthetic brands, opening the door for the rest of the portfolio.

Sinclair — biostimulator repositioning

Repositioned Ellansé and Silhouette Soft into reference names in collagen biostimulators, winning meaningful share in a category led by established players — and built a regional expert panel that certified and trained physicians across the main LATAM markets.

Merz — dermatology turnaround

Led the turnaround of a neglected dermatology portfolio, bringing dormant brands back to meaningful share — and back to contributing real revenue and profit.

Dermalink International

Founded and built a medical-aesthetics company from the ground up; secured the exclusive LG Chem / Yvoire license for Mexico and built it into a top-10 hyaluronic-acid brand within 24 months, competing alongside Galderma, Merz, Sinclair and others.

Yvoire & Nabota

Launched both brands from zero in a highly competitive category — building the positioning, KOL network and clinical-education engine behind them.

15+ years across Galderma, Merz, Eli Lilly, LG Chem & Sinclair

Regional commercial leadership across the USA, Mexico and Central America — owning P&L, teams and KOL relationships.

Where category meets AI

I cross 15+ years of category depth with a modern AI toolkit — auditing a brand in an afternoon, pressure-testing a go-to-market in days, not months. The same principles travel beyond aesthetics: to healthcare, and to any business that competes on value instead of price.

The board read

A short, twice-a-month read for operators and decision-makers — what’s moving in aesthetics, derma and pharma across the USA, Mexico and LATAM, plus one lesson from the operator’s chair.

Subscribe

Let’s talk

If you’re entering or scaling in aesthetics, derma or pharma — or building a brand that competes on value — start a conversation.

Prefer email? aherrejonus@gmail.com